Greg Jarboe, SEO-PR, interviews Anne Kennedy, Managing Partner & Founder, Beyond Ink, about search getting "all the credit." Anne says the clicks are there and we know that different people come from different places in their buying cycles. Anne says a larger issue is about the integration of various media. Anne says budgeting is a zero sum game so there needs to be attribution but also there is a lack of understanding in organizations about how each department should be supporting one another. Search engines are frequently the closers of the deal, according to Anne, and they are there to help.